MKT 421 Strategic Marketing Plan for Apple Inc
This paper presents a strategic marketing plan for Apple Inc, focusing on market positioning and growth strategies.
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MKT 421 Strategic Marketing Plan for Apple Inc
Based on your marketing plan for Apple Inc., how would you justify the pricing and positioning
strategy for the new product that interacts with the human brain, considering Apple's brand
identity and past product launches? Provide a detailed response with examples from previous
Apple product introductions and elaborate on how this strategy aligns with both consumer
expectations and market dynamics. Your answer should be approximately 500-600 words.
MKT 421 Strategic Marketing Plan for Apple Inc
Based on your marketing plan for Apple Inc., how would you justify the pricing and positioning
strategy for the new product that interacts with the human brain, considering Apple's brand
identity and past product launches? Provide a detailed response with examples from previous
Apple product introductions and elaborate on how this strategy aligns with both consumer
expectations and market dynamics. Your answer should be approximately 500-600 words.
3
Executive Summary
Apple Inc. designs, manufactures, and markets personal computers, mobile
communication devices, and portable digital music and video players and sell a variety of related
software, services, peripherals, and networking solutions. The Company sells its products
worldwide through its online stores, its retail stores, its direct sales force, and third-party
wholesalers, resellers, and value-added resellers. In addition, the Company sells a variety of
third-party Macintosh (Mac), iPhone and iPod compatible products, including application
software, printers, storage devices, speakers, headphones, and various other accessories and
peripherals through its online and retail stores, and digital content and applications through the
iTunes Store. The Company sells to consumer, small and mid-sized businesses, education,
enterprise, government and creative customers. The Company’s fiscal year is the 52 or 53-week
period that ends on the last Saturday of September.
Overview
Apple Inc. incorporated in 1977. Their business model has been design, production and
promotion of personal computers, messaging and communication devices, mobile media, laptops
and other portable digital equipment. The company also produces a wide range of associated
software applications, secondary merchandise and services; the most well known among these:
iPhone, IPod, iPad, Mac Book, IOS and OSX systems. Apple recently purchased a seed company
from Silicon Valley that focuses on smartphone applications and sells products and software to
government buyers (Reuters, 2014).
Computers have existed for several decades. Essentially, the computer, as we know it, is
a very crude substitute for an external brain. No computer on Earth has ever been able to
approach the complexity and capacity of the human mind. Technology’s attempts to simulate the
Executive Summary
Apple Inc. designs, manufactures, and markets personal computers, mobile
communication devices, and portable digital music and video players and sell a variety of related
software, services, peripherals, and networking solutions. The Company sells its products
worldwide through its online stores, its retail stores, its direct sales force, and third-party
wholesalers, resellers, and value-added resellers. In addition, the Company sells a variety of
third-party Macintosh (Mac), iPhone and iPod compatible products, including application
software, printers, storage devices, speakers, headphones, and various other accessories and
peripherals through its online and retail stores, and digital content and applications through the
iTunes Store. The Company sells to consumer, small and mid-sized businesses, education,
enterprise, government and creative customers. The Company’s fiscal year is the 52 or 53-week
period that ends on the last Saturday of September.
Overview
Apple Inc. incorporated in 1977. Their business model has been design, production and
promotion of personal computers, messaging and communication devices, mobile media, laptops
and other portable digital equipment. The company also produces a wide range of associated
software applications, secondary merchandise and services; the most well known among these:
iPhone, IPod, iPad, Mac Book, IOS and OSX systems. Apple recently purchased a seed company
from Silicon Valley that focuses on smartphone applications and sells products and software to
government buyers (Reuters, 2014).
Computers have existed for several decades. Essentially, the computer, as we know it, is
a very crude substitute for an external brain. No computer on Earth has ever been able to
approach the complexity and capacity of the human mind. Technology’s attempts to simulate the
4
complexity of even a small segment of the brain still seem overwhelmingly futile. In light of
these limits, one logical solution is to develop a device that will join forces with a user’s mind
rather than competing with it. One might assume that the characteristics of such a device would
be present too much complexity; however, it may be very simple. Much like a computer or
smartphone, the brain runs on electricity.
The chemical reactions that occur when we produce a thought create a reaction within our
brain cells (or neurons). This electrical impulse releases chemicals (neurotransmitters) which in
turn control the degree of energy of other electrical impulses. It is this impulse which controls
the level of release (and type of) neurotransmitter that will influence the next electrical impulse.
The psychiatric world commonly refers to this process as neural “firing.” It is common
knowledge that these electrical impulses can travel to a set of electrodes when attached to the
scalp of a subject. The key to harnessing and controlling how a thought is captured and translated
lies within this practice. If a smart phone is able to translate refractory periods, it may be able to
decipher thought through an interface.
Controlling machinery with thought involves capturing the thought impulse. Each
impulse would travel to a receptor center which developers would model after a neural receptor
cell. The idea of communication is to transfer thought to another person. The interface that can
send a message directly to another person’s brain might, at some point, circumvent the need for a
device (Oxbridge Biotech Roundtable, 2014).
Target Market
Releasing new products is uncommon for the Apple organization. Consumers know
Apple for its production of computers in the early 2000’s. However, in October of 2001 Apple
released the iPod which was their first non-computer product. The iPod was a great idea that
complexity of even a small segment of the brain still seem overwhelmingly futile. In light of
these limits, one logical solution is to develop a device that will join forces with a user’s mind
rather than competing with it. One might assume that the characteristics of such a device would
be present too much complexity; however, it may be very simple. Much like a computer or
smartphone, the brain runs on electricity.
The chemical reactions that occur when we produce a thought create a reaction within our
brain cells (or neurons). This electrical impulse releases chemicals (neurotransmitters) which in
turn control the degree of energy of other electrical impulses. It is this impulse which controls
the level of release (and type of) neurotransmitter that will influence the next electrical impulse.
The psychiatric world commonly refers to this process as neural “firing.” It is common
knowledge that these electrical impulses can travel to a set of electrodes when attached to the
scalp of a subject. The key to harnessing and controlling how a thought is captured and translated
lies within this practice. If a smart phone is able to translate refractory periods, it may be able to
decipher thought through an interface.
Controlling machinery with thought involves capturing the thought impulse. Each
impulse would travel to a receptor center which developers would model after a neural receptor
cell. The idea of communication is to transfer thought to another person. The interface that can
send a message directly to another person’s brain might, at some point, circumvent the need for a
device (Oxbridge Biotech Roundtable, 2014).
Target Market
Releasing new products is uncommon for the Apple organization. Consumers know
Apple for its production of computers in the early 2000’s. However, in October of 2001 Apple
released the iPod which was their first non-computer product. The iPod was a great idea that
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Document Details
University
University of Phoenix
Subject
Marketing